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Building A New Audience For Jazz, Part 2 |
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How to increase jazz listenership worldwide? There is no overnight solution. This week, I'll discuss several areas, offering one major suggestion. Next time, more suggestions.
Education There are currently three major institutions involved in the propagation of jazz: Jazz at Lincoln Center, the Thelonious Monk Institute, and the International Association of Jazz Educators. I have no interest in the ongoing debate about the interpretation of the jazz canon by the folks at JALC. For me, what really matters is that theyve helped to elevate the profile of jazz. Their programs have touched many people who previously had no connection to the music. The audience at Lincoln Center jazz concerts probably doesnt frequent the Village Vanguard or Sweet Basil, yet they are developing an appreciation of the music simply because a recognized cultural institution, Lincoln Center, has a jazz program. JALC also has an educational outreach program, with the Jazz for Young People series, and an Education on Tour series that reaches out across America with residencies, band director workshops, and in-school band workshops. All of this can only help. The Monk Institute has a very visible profile in the media, and in addition to the Annual Competition, offers promising young musicians college level training and school-based jazz education programs, providing scholarships and performance opportunities, as well. Bravo. For the past two years, the Monk Institute has presented an ABC network television program featuring a number of leading musicians, entitled "A Celebration of Americas Music." First of all, they were afraid to put the word jazz in the title of the show, reasoning that viewers would just click past the program if they knew the content. And, to make the music more palatable (i.e. entertaining), they used comedians, dancers, celebrities, anything to draw viewers. Although the actual music segments were quite good (the second broadcast far superior to the first), they were painfully short. I dont know if the program will return this year, but I would vote for more music and less filler. The growing worldwide Jazz Education movement is a most interesting phenomenon. There are literally tens of thousands of young people globally learning how to play this music. At the forefront is the International Association of Jazz Educators. Ive been to several of their annual conventions (if you can, check this years bash in January in Anaheim) and they are truly remarkable. About eight thousand people attend, musicians, educators but mostly students. What a blast of positive energy. What amazes is the enthusiasm of the students. Not every young person who is part of an education program will become a jazz musician. But they do develop an appreciation of the music. And most likely, they become lifetime listeners, attending performances and buying CDs. This a grassroots movement, but it is strong, and it is happening now and certain to bear fruit. I cant say I hold much hope for a return to true arts education in American schools. Ronald Reagan and the Religious Right have pretty much disseminated that. As long as conservatives and pea-brained ideologues set the agenda, say goodbye to arts programs in schools. Radio Please read the guest Diatribe, Why Dont Listeners Support Jazz on Public Radio. I find this matter particularly troubling, but not surprising. Out of every ten listeners to non-commercial public radio, only two actually send in money to support the station. In the New York area, that means there are approximately half a million people who listen to the station on a regular basis but dont support WBGO financially. Sadly, thats true nationwide. Public radio stations with jazz formats are constantly on their knees, with pledge drives. They shouldnt be begging. Jazz listeners should be supporting them. Americans tend to take their lives for granted. One only need to travel to see that this country is an island oasis in a world of suffering. Ever been a third world communist country? I have and believe me, most of the inhabitants of the US have no idea just how good life really is here. In a few isolated markets, theres jazz on the radio. But why should I pay for it? Why spend a measly $30 a year for help jazz? There are more important things like a new treadmill, a food processor, a breadmaker, and other, more pressing necessities. Tune in next week, same time, same channel, for more suggestions. Visit Bird Lives weekly for web site reviews, our listening suggestions, and a new outrageous Diatribe from the Pariah. Comments/Questions to The Pariah |
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